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18. CAMPAIGN & EXPERIENTIAL

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Entry Title #MerryGIFmas
Category 18. Campaign & Experiential
Company Name Haygarth Group
Client Company Name Vodafone UK
Entry Number 18-001
Year Entered 2018
Target Environment
The Vodafone retail estate consists of 483 Vodafone stores but like a lot of tech brands and retailers, they face an annual battle to create differentiation and give gifters a reason to purchase from them during the key Christmas trading period. So when we were tasked to put a gift from them back on....
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Materials
Digital Development The main focus of our #MerryGIFmas campaign was the GIFtag, which used the visual and engaging medium of GIFs to create standout with shoppers and clearly demonstrate how technology can help them show love and facilitate moments of togetherness. So to give busy shoppers a chance ....
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What role did P-O-P play in the campaign?
To make shoppers’ journey between pop-up and store seamless, we ensured a consistent, recognisable look and feel was achieved even whilst using different production materials and processes due to scale. Unfortunately, we couldn’t sell Vodafone products from the stand due to stock logistics within th....
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How was the success of the campaign measured against objectives set?
Our campaign exceeded expectations in all the objectives we were set. 1.GIFtag creation: We were tasked with creating 1,200 GIFtags across the 12 days. We blew that target out of the water with 3,250+ people creating GIFtags (270% of target) 2.Audience: We needed to show engagement and interaction f....
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What features of the entry make it innovative?
Innovative insight-based idea While products and services sold by Vodafone inhabit a number of the top spots in each year’s most-gifted lists, they can, on the surface, be seen as cold and impersonal in comparison to more ‘thoughtful’ presents. Because of this, shoppers often look to purchase tech f....
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Entry Title Ben 10 - Its Hero Time
Category 18. Campaign & Experiential
Company Name Once Upon a Time
Client Company Name Turner Broadcasting System Europe Ltd
Entry Number 18-002
Year Entered 2018
Target Environment
Multiple retailers / grocers and specialist stores in the UK & EMEA. We created a brand experience to captured the hearts and minds of a new generation of Ben 10 fans. (Target audience, kids aged 4- 12 years old). Using AR technology, we created an experience for kids to interact with and become one....
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Materials
Trailer: •Steel chassis •Lightweight aluminium outer shell •4 Colour graphics throughout •Non-slip flooring •Printed Awning •Lightweight printed queuing system graphics •Vehicle supplied with 4 colour wrap •Technology: Using a trusted software partner we were able to develop an immersive augmented r....
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What role did P-O-P play in the campaign?
•We created a bespoke cross category FSDU which represented the ‘Rust-Bucket’ a prominent vehicle in the Ben 10 show. This acted as a beacon within the retail space to attract consumers to the new toy range •One of the key challenges we faced was Turners policies regarding selling merchandise, we we....
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How was the success of the campaign measured against objectives set?
Marketing objectives: 1. Engage shoppers with the franchise in both Grocery & specialist across EMEA 2. Engage the new generation of Ben 10 fans through brand awareness 3. Sell more Ben 10 merchandise at every opportunity This interactive campaign activated across grocer & specialist helping to stim....
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Entry Title Ferrero Rocher: Behind the Layers
Category 18. Campaign & Experiential
Company Name TracyLocke
Client Company Name Ferrero Rocher UK
Entry Number 18-003
Year Entered 2018
Target Environment
Ferrero Rocher: Behind the Layers was a mesmerising 360-immersive pop-up experience based at Westfield London from 30th November 2017 – 17th December 2017. The experience was held in an 8,000 square foot dedicated pop-up retail space, across two floors, allowing us to bring this unique brand experie....
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Materials
Trial and Tests We spent a substantial time investigating the best way to bring an immersive theatrical dining experience to guests in a slightly more intimate setting. We found the best solution was the use of the ‘igloo’; a 6m wide 360° projection mapped cylinder that seated up to twelve guests. T....
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What role did P-O-P play in the campaign?
Ferrero Rocher: Behind the Layers was set over two opulent floors, the first was set up as a store and lounge area. Bespoke cocktails were available to purchase in the lounge, and the store offered a large selection of Ferrero Rocher products, just in time for Christmas gifting. This meant that even....
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How was the success of the campaign measured against objectives set?
Our main objective was changing consumer perception when it comes to Ferrero Rocher – taste, in particular, was the key focus. We know from Ferrero’s research that the way to increase penetration during the Christmas 17/18 period is to remind people how fantastic Ferrero Rocher tastes. This strategy....
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Entry Title KitKat Personalised Packs
Category 18. Campaign & Experiential
Company Name ZEAL Creative
Client Company Name Nestlé Confectionery
Entry Number 18-004
Year Entered 2018
Target Environment
BACKGROUND In 2016 the lifeblood of KitKat sales; the 'Great British Break', was under threat - with time spent on 'breaks' falling by 30% (Source: Total Jobs). Plus, confectionery sales were also suffering a general decline due to the rise in popularity of lighter substitute snacks (40% of consumer....
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Materials
At the heart of this campaign was delivering a unique prize proposition, achieved through our truly personalised packs. To do that, Nestlé needed to bring true innovation into their production systems and implementation strategies. The personalised packs were printed using a unique & new to industry....
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What role did P-O-P play in the campaign?
Standing out in store starts with strong visibility on-shelf. We developed SIMPLE on-pack creative, using lifestyle imagery to disrupt the mass of block colour in the confectionery aisle. Clearly displaying the prize on pack helped to demonstrate the value to shoppers to drive pick up. The next step....
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How was the success of the campaign measured against objectives set?
1. DRIVE TRIAL from new Millennial consumers, (who do not currently consider the brand), and give lapsed KitKat buyers a compelling reason to return. (Increase market share by 2-4%.) - This was the highest opening week for entries for any Nestlé promotion EVER. - It delivered the highest rate of sal....
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What features of the entry make it innovative?
Research had shown that on-pack personalisation was popular with shoppers, however retailers were looking for a NEW and EXCITING ways to deliver this that would stand out in store & drive sales. TRUE personalisation on such a large scale had never previously been attempted. The new promotional proce....
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Entry Title Lurpak Christmas 2017
Category 18. Campaign & Experiential
Company Name BD Network
Client Company Name Lurpak - Arla Foods
Entry Number 18-005
Year Entered 2018
Target Environment
The Lurpak Christmas campaign brought a festive sparkle to 13 supermarket car parks, with sampling, gifting and bespoke Lurpak Christmas Trees at the entrances of high footfall Tesco and Asda stores, nationwide.
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Materials
For the gifts: The Christmas cookie cutters were made from food-safe stainless steel. Using bespoke moulds we created a star, a gingerbread man and a Christmas tree, all laser-engraved with the Lurpak logo. The cookie cutters were presented in hemp drawstring bags with a natural, wholesome and premi....
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What role did P-O-P play in the campaign?
The promotion did not include an in-store point-of-purchase element. It relied on the eye-catching and engaging impact of the tree creative and the brand ambassadors who were briefed to engage with shoppers before they began their shopping mission. Within the car parks, shoppers were encouraged by t....
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How was the success of the campaign measured against objectives set?
Overall, the city centre and supermarket tour was a phenomenal success, bringing Lurpak Christmas joy to: •1.6m consumers (Had the opportunity to see and experience the touring campaign. Based on JCDecaux & Westfield footfall estimations including seasonal uplift. All figures include both shopping c....
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Entry Title Magnum Made to be broken
Category 18. Campaign & Experiential
Company Name N2O Limited
Client Company Name Unilever
Entry Number 18-006
Year Entered 2018
Target Environment
To align with the launch of a new format Magnum ice cream, Magnum pint tubs, we designed an intriguing and impactful in-store experiential activity that brought surprise and delight to the foyer of Tesco stores, led customers to aisle to sample the three flavours of the new product and encouraged th....
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Materials
All POS supporting the customer journey in each store was designed and artworked in-house. All artwork tied into the look and feel of the ATL campaign and brand and style guidelines of both Magnum/Unilever and Tesco. We needed POS that was substantial and striking, so chose materials that would carr....
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What role did P-O-P play in the campaign?
Simple but relevant use of fully-branded POS at key positions during the customers journey designed to leave a lasting memory.Customers were met on entry to store by the large self-stand signage directing them to the aisle, and also by the big tub and arrow during its presence on the store floor.Dis....
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How was the success of the campaign measured against objectives set?
Unilever challenged us to drive trial of the three flavours of the new product to launch in Tesco stores, and include a surprise element. They really wanted to incorporate the iconic CRACKING of the Magnum chocolate into the campaign as this is what people associate with Magnum. Our in-store campaig....
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Entry Title Nestlé & Sky Store
Category 18. Campaign & Experiential
Company Name ZEAL Creative
Client Company Name Nestlé Confectionery
Entry Number 18-007
Year Entered 2018
Target Environment
BACKGROUND Sales in the confectionery market have slowed in recent years (From +5.6% growth to +2.4%), led largely by the slowing growth of volume sales for chocolate singles, which are increasingly being traded for alternative lighter snack options. Whilst singles are struggling, sales data reveals....
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Materials
The on-pack promotion gave away high value vouchers for one of the leading providers of in-home entertainment. The promotion was supported by an exclusive shopper activity in Tesco stores. The activity included 2 roller banners to disrupt the shopper journey in the foyer, 3 brand ambassadors to enga....
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What role did P-O-P play in the campaign?
In the fiercely competitive arena of Impulse snacks, getting the best spaces in-store is key. Nestlé compete every day with Cadbury's, Mars, Walkers, Coca Cola and many others for this space. Our innovative in-store POS solutions led to a 16% sales uplift in promotional Nestlé sharing bags. The camp....
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How was the success of the campaign measured against objectives set?
NATIONAL ON-PACK 1. Link Nestlé Sharing Bags CLEARLY to the Big Night In. DRIVE TRIAL / IMPULSE PURCHASE (Increase Market Share by 2–4%) Penetration growth reached +2.9% (market declined at -0.3%). Higher penetration in key retailers: Sainsbury’s (+19.9%) & Morrisons (+26.4%). Market share grew by +....
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What features of the entry make it innovative?
The first INNOVATION in this campaign was the partnership itself. Sky had never worked with a brand to promote Sky Store in this way and were nervous about being seen to discount their offering. We were thus not able to use the power word 'FREE' as a headline and focus was always on added value. The....
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Entry Title NIVEA Limited Edition Deodorant Units
Category 18. Campaign & Experiential
Company Name Superior Creative Services Ltd
Client Company Name Beiersdorf UK Ltd
Entry Number 18-008
Year Entered 2018
Target Environment
Sainsburys
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Materials
The materials used on this job were 150y/125d EB Flute for the main structure of the unit and 190y/180w E Flute for the mannequin, product display boxes and butterflies. The unit was cut on a DYSS cutting table with machine glueing, hand glueing and tapeing. The unit was part assembled and supplied ....
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What role did P-O-P play in the campaign?
The POS elements where created to enhance the strength of the product using a testing sample station on Black and white showing no marks. The cubes were used to amplify the difference between the black and white whilst incorporating the Matthew Williamson link using the iconic Butterflies and focusi....
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How was the success of the campaign measured against objectives set?
We tracked sales against stores that didn’t have the sampling event and saw an uplift. We saw huge levels of engagement with the shoppers interacting with the event.
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Entry Title Pepsi Max Taste Challenge
Category 18. Campaign & Experiential
Company Name Britvic Soft Drinks Limited
Client Company Name Britvic Soft Drinks Limited
Entry Number 18-009
Year Entered 2018
Target Environment
Pepsi Max Taste Challenge, exclusively at Tesco. This is Britvic's largest ever shopper marketing campaign and is focused on moving the sugar content from Tesco Customers' diets. The campaign supported a sugar nudge strategy with Tesco customers by demonstrating that Pepsi Max tastes even better tha....
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Materials
The combined scale of the Pepsi Max brand, Tesco as the UKs largest supermarket and Britvic's biggest ever customer-specific marketing campaign the primary objective was cost & operational efficiency without compromising on quality.
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What role did P-O-P play in the campaign?
The various POP touchpoints were critical to the campaign success and they create the link between a positive brand experience and conversion to purchase, which helped us to achieve the campaign objective of removing sugar from Customers' diets. By securing a branded exception in Tesco we were able ....
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How was the success of the campaign measured against objectives set?
The campaign was a huge success for both Pepsi and Tesco. It delivered in excess of +£2m growth to the Cola category and Pepsi Max's biggest ever sales week in Tesco. Against the primary campaign objective; over 40 million teaspoons of sugar were removed from the diets of Tesco Customers. This is a ....
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Entry Title Persil Powergems Front of Store
Category 18. Campaign & Experiential
Company Name StormDFX Ltd
Client Company Name Unilever UK
Entry Number 18-010
Year Entered 2018
Target Environment
Space was acquired at the front of store within a busy Sainsbury's in Surrey. The environment offered fantastic footfall as all shoppers would pass the space as they enter or depart the store. Being a grocery outlet the environment itself was diverse with shoppers of all different needs and demograp....
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Materials
This unit was made of a mixture of corrugated and display board. The internal construction using EB fluted corrugate ensured rigidity to the unit. Due to the size of the space and units itself there was a necessity to hold a high volume of stock and therefore its stability in store was crucial. The ....
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What role did P-O-P play in the campaign?
The POS played a central role to the campaign. Whilst this activity ran instore there was a huge above the line campaign running that covered TV, Digital and OOH. As well as further shopper marketing activity within Sainsbury’s that included POS at fixture, proximity messaging as well as targeted co....
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How was the success of the campaign measured against objectives set?
The success of this campaign was measured in sales uplift, driving trial and awareness. The results really exceeded our expectations on both fronts. In terms of sales uplift, on the days that the unit was in store sales increased by a huge +577%. This is around a 5.2x higher uplift from another demo....
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Entry Title Pringles Summer of Music
Category 18. Campaign & Experiential
Company Name Zeal Creative
Client Company Name Kellogg's UK & Ireland
Entry Number 18-011
Year Entered 2018
Target Environment
BACKGROUND The Summer season has historically been a key trading period for Pringles. From BBQs to festivals, Summer is a time to get together with friends and family and Pringles is traditionally at the heart of many of these shared occasions. Unfortunately Pringles has seen stiff competition in re....
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Materials
CAMPAIGN INSIGHTS The vehicle for Pringles to 'own the summer' globally is MUSIC, with the brand offering speakers and karaoke kits as rewards via on-pack promotions since 2012. Music ties in intrinsically with social summer gatherings and doesn't alienate any demographic, which is vital for Pringle....
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What role did P-O-P play in the campaign?
Winning at the P-O-P was critical for this challenge. Shoppers tend to avoid the snacking aisle, meaning that securing secondary sites in-store with plenty of standout was crucial. PACKAGING An on-pack flash on Pringles cans communicated 'BUY 3 CANS, GET A WIRELESS SPEAKER'. POS A suite of disruptiv....
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How was the success of the campaign measured against objectives set?
OBJECTIVES 1) Drive sales of Pringles in Tesco during Summer 2017. (Increase sales by 5% by securing off-shelf displays.) 2) Excite the shopper with a fun and different shopper campaign. (Activate the promotion in-store in a fresh and exciting way.) 3) Increase shopper awareness of the Pringles rang....
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Entry Title Sensodyne Beat Sensitivity Pain Fast
Category 18. Campaign & Experiential
Company Name GlaxoSmithKline
Client Company Name GlaxoSmithKline
Entry Number 18-012
Year Entered 2018
Target Environment
The campaign’s shopper journey was aimed at raising awareness of a new product launch for Sensodyne Rapid Relief across all major retailers, from grocery and high street pharmacy, to independent pharmacies and online, this included: •Tesco (UK and Ireland) – execution through Dunnhumby•Sainsbury’s –....
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Materials
Our print supplier Xerox selected materials such as EFlute & EBflute as they are readily available in the market, fit for budget and purpose. Both materials gave a great finish when mounted onto and strong when engineered correctly for units such as FSDU’s. The majority of suppliers can print and mo....
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What role did P-O-P play in the campaign?
The in-store oral care environment is cluttered, with several major brands competing for shopper attention within a limited space, so we had to challenge this, create cut through and grab the eye of often time poor shoppers in a busy retail environment. We also had to educate the shopper once we had....
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How was the success of the campaign measured against objectives set?
This was our biggest launch to date and we achieved the below KPIs:?Go big and nail the launches?Use the ‘Face up to sensitivity pain’ campaign throughout the different media touch points from ATL to BTL ?Land the 60 seconds speed message?Performing ahead of the NPD benchmark and in line with Colgat....
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Entry Title Topshop Splash!
Category 18. Campaign & Experiential
Company Name YourStudio
Client Company Name Topshop Topman
Entry Number 22-003
Year Entered 2018
Target Environment
The targeted environment from the initial brief we worked on from Topshop was for the window, to launch a new swimwear collection but we felt it was an opportunity to extend the experience all the way through the store. Our snaking waterslide acted as the perfect slithering beacon guiding you around....
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Materials
We prototyped a number of materials and lighting techniques to ensure we got the right effect. Key with the waterslide itself was to recreate an authentic waterslide whilst getting the right level of opacity where we could show the ‘water’ flowing through it. We experimented with programmable LED li....
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What role did P-O-P play in the campaign?
No POP directly used in this campaign
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How was the success of the campaign measured against objectives set?
We were ecstatic to review the figures after the installation of Topshop Splash! Success was measured against visitors, engagement and traction online. For the entire duration of the installation there was always a queue to get onto the window VR experience. This was pretty much the first time a maj....
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